Forget KPIs: Vibes, community, and culture are how to build a brand in 2026

FastCompany: Gone are the days when marketers can think in five- or 10-year plans. These days, it’s about tomorrow, not the next 16 months, because culture and what captures consumers’ attention is changing faster than ever. Today, it’s Love Island and Traitors reality TV star Rob Rausch posing shirtless on a giant billboard in Times Square for MAC Cosmetics. And tomorrow, it’s Punch the Monkey holding on to his plush doll. (And if you know what we’re talking about, congrats—you are chronically online and in tune with the culture.

If you don’t, you’ve got some work to do, but that’s why we’re here.) The state of brand building in 2026 looks vastly different than what any veteran—or new—marketer remembers from even two years ago. Consumers have pulled back on purchases, with retail sales falling 0.2% in January , according to Commerce Department statistics. More consumers have mixed feelings about the economy than overall negativity, says global management consulting firm McKinsey & Co. in its February research report. But consumers are still buying, whether it’s “ little treat culture ” or bigger luxury products at both retail shops and the grocery store.

It’s how we convince them as brands to keep buying with us that’s changing. And thus, the state of brand marketing in 2026 is born—it’s fast, it’s weird, and honestly, at times, it makes no sense. But for those of you in the room making decisions on how to engage consumers, it could be the time of your life, as long as you keep your finger on the pulse and move quickly and intently with these principles in mind. KPIs are cringe: Instead, understand the data, but don’t rely on it To be a responsible marketer, you need to understand any data a campaign or activation provides.

But besides that, execute without key performance indicators, or KPIs, in mind. (To us, this term is cringe in 2026.) It’s about gut calls, vibes, and how anything is going to make someone feel in order for them to buy with their heart, not their heads. Vibe marketing is resonating with consumers—we know, because some of us started that trend. At the organic infant formula company Bobbie, we led the first breastfeeding billboard in Times Square with cookbook author Molly Baz ; we also empowered mothers to parent with confidence by naming artist Cardi B chief confidence officer.

At Poppi , our Super Bowl campaign with Charli XCX and Rachel Sennott was all vibes—it did not take itself too seriously, which is exactly how the company operates—leaning into top-of-funnel marketing moments for our highly captive audience of women and Gen Zers. All of this changes depending on your marketing budgets, of course. But reaching people doesn’t always take a multimillion-dollar campaign.

It’s surprising and delighting your community with moments that were once exclusive to media and influencers; it’s engaging with your comments sections and turning those into campaign moments, or simply a touchpoint to send someone merch “just because.” Leaning into your community and who your consumers already are will help you develop the best messaging for your brand : What’s the story you want people to tell your brand when they’re talking to their friends, family, and neighbors? Say something, do something Culture isn’t the only thing that’s rapidly evolving.

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The article addresses a significant shift in brand strategy towards emotional connection and community engagement, which is highly relevant for brand professionals navigating future trends.